16NTC Session Presenters : Donna Wilkins from Charity Dynamics and Caryn Stein from Network for Good

1. How to Win: Optimizing Your
Online Giving Experience
March 23, 2016
Presenters: Caryn Stein & Donna Wilkins
#16NTCOptimize

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Don’t hesitate
to COLLABORATE
Share your notes, ideas,
links, campaigns and more:
http://po.st/optimize-16NTC

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Hi there.
Caryn Stein, VP Communications and Content
Network for Good
caryn@networkforgood.com
@caryn74 | @network4good
Donna Wilkins, Founder and CEO
Charity Dynamics
donna@charitydynamics.com
@donnajwilkins | @charitydynamics

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What’s your status?

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Giveaway!

6. Some Quick Online Giving Stats

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Online Giving Continues to Grow
Source: Network for Good giving platform data

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2015 Online Giving by Month
Source: Network for Good giving platform data

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2015 Online Giving by Channel
Source: Network for Good giving platform data

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Sneak Peek: 2015 Online Giving by State
Source: Network for Good giving platform data

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Sneak Peak: 2015 Online Giving by City
Source: Network for Good giving platform data

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The Entire Online Giving Experience?

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First: Don’t Overlook the Basics
•Big Obvious Buttons
•Clean, clear design
•Clean, clear language
•Easy, simple journey and process
•Multichannel, pervasive marketing
•Rooted in story
•Suggested giving levels and impact ties

14. Consistent Design, Consistent Message

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Giving Experience Data
When the giving experience matches the
campaign and an organization’s brand,
nonprofits see 44% larger average gifts and
17x dollars raised vs. a generic experience.
Source: Network for Good giving platform data

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Shy Donate Button

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Vague Donate Button

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Lightbox Donate Ask

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Candidate Fundraising Report Card

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American Lung Association
Original Donation Form

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Overall Results
Group A Group B

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Overall Results
Group A Group B

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Optimizing the Ask: Tips
•Branded, story-focused experience
•Consistent and clear message
•No offramps—strip down navigation
•Suggested gift amounts
•Tie levels to impact
•No extraneous questions/options
•Mobile and social friendly

24. Timeliness & Dynamic Campaigns

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Front and Center Donate

28. Monthly Giving

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Monthly Giving Data
Monthly Givers will donate 42% more in a year
vs. a one-time giver.
A branded giving experience makes a monthly gift
31% more likely.
Online giving experiences can make monthly
giving incredibly easy and cost-efficient for the
donor as well as the organization.
Source: Network for Good giving platform data

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Weekly Donation Ask Lightbox

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Monthly Donation Ask Lightbox

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Monthly Donation Ask Lightbox

33. The Challenge of
Monthly Giving?

34. Sustainer Upgrade Program
WHAT IS IT?
Traditional donors are asked to
increase their annual gift through a
variety of tactics
Sustaining / Recurring donors set
their amount once and give in
perpetuity at same amount
Technology limitations
Emphasis on longevity, not
lifetime value of donor
Testing with some clients reveals
sustaining members give LESS over
time without upgrade
opportunities
HOW TO RESPOND
Develop upgrade program to
encourage sustaining members
to increase their gift amount
Leverage technology for online
upgrade experience
Low tech call-to-upgrade
potential

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The Opportunity
16.8%
2x 8.07%
8.5%
5-
10%
*2014 Luminate Benchmarks

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Annual Upgrade series – 3 messages - global message or anniversary based

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Optimizing for Monthly Giving: Tips
•Branded, story-focused experience
•Prioritize the monthly ask
•Dedicated monthly campaigns
•Suggested sustainer levels
•Tie levels to impact

39. Mobile

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Mobile Engagement Data
60% of all time spent on social media in the US
occurs on mobile devices
Mobile email opens have grown by 180% in 3 years
Mobile conversion rates are up 64% YoY
55% of email opens now occur on mobile devices

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Mobile Giving Data
Source: Network for Good giving platform data
75% YoY growth in mobile donation dollars
23% YoY growth in avg donation amount
Mobile Donation Volume

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Responsive Sites & Donation Forms

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Optimizing for Mobile: Tips
•Minimize text, typing
•Streamline fields and options
•Mobile-first from appeal through
acknowledgement
•Prioritize mobile web

45. Peer-to-Peer

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Peer-to-Peer Giving Data
Source: Network for Good giving platform data
47% YoY growth in P2P donation dollars
11% YoY growth in avg donation amount
Peer to Peer Donation Volume

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True or False?
DIY…
Requires no marketing
Requires no staffing or internal resources
Requires no cultivation and stewardship
Requires no communication or coaching plan
Means ‘Build it and they will come’

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DIY Marketing: Investment Required
Recruitment
Engagement
Retention
Marketing Channels
Content
“Blend giving with Living”
Data Analysis & Audience Segmentation
Autoresponders / Coaching Strategies
Participant Center & Tools
Milestones / Achievements
Event Experience
Recognition & Stewardship
HOW TO RESPONDWHAT IS IT?

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Panda Nation launched “Wear it
Wild” this past October to
connect Halloween and
raising funds.
Fundraising campaign within a
DIY program.
Creative. Different.

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Optimizing for Peer-to-Peer: Tips
•Build off of early adopters and
influencers as examples.
•Offer step-by-step guidance
and pre-packaged messages.
•Optimize for mobile and social.
•Encourage and empower
fundraisers to tell their story
through photos and video.
•Show and share social proof.

53. Support Options

54. On-Demand Support to Boost Fundraising
WHAT IS IT?
On-demand phone, chat, email
Emerging
Social
Self-service tools
Proactive Support Experiences
On-Demand Support is for your
most committed, most valuable
constituents
HOW TO RESPOND
Evaluate Current Support
avenues
Evaluate what your current
support expense
You are already paying for
support either through staff
time, technology, or lost
fundraising
Ensure support accessibility for
key activities
Make a donation, Register, PC
tools

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Support Users Raise and Donate More
Donors utilizing chat or email support give nearly 2x more than those
who don’t
Participants utilizing chat or email support raise nearly 5x more those
who don’t
2x more likely to make a self pledge, 3x more likely to update personal page, 4x
more likely to send emails from the PC
Support is about empowering your TOP Fundraisers and Donors!

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Self-Service Tools
43% of users feel they can solve their own service issues if companies
put better self-service tools in place.
62% for the 18-24 year old crowd.*
91% of people said they would use an online knowledgebase if it were
available and tailored to their needs**

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Self-Service Tools
Searchable FAQ page one way to empower your supporters to quickly
find answers to their questions
Increased Fundraising and Registrations – participants who can
quickly and easily find answers to their own questions are more likely
to register, donate or fundraise
Reduce Cost – fewer constituent questions means less staff time spent
responding to inquiries

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Social Media for Customer Service
1 in 5 consumers report using social media for customer service in the
past year
Your donors/fundraisers are using these channels for more than
marketing whether or not you are

59. LIVE CAMPAIGN CRITIQUES!
QUESTIONS?

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Feedback? Yes, Please!
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